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How to implement

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Using Google Analytics on a custom built website in PHP?

This isin't a duplicate, its a part of that question since its too broad.

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You can use path analysis:

Path Analysis

Are there paths through your site that are more popular than others, and if so, are those the paths you want traffic to follow? You may have a path in mind for your users like Home Page > Product Page > Shopping Cart > Checkout, but you may uncover a more popular path like Home > Product > Search > Search Results > Search > Search Results > exit. That unexpected path can indicate things like users not finding products they want, or your internal search not returning results that are helpful.

Source: https://support.google.com/analytics/answer/1713056?hl=en

Dagriel
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